Wheat prices have fallen from £151 per tonne in September 2014 and £173 per tonne in December 2014 to £114 per tonne in September 2015. Volumes are as expected for this time of year - early and with no cold weather yet.
Consultant Jane Lawler said: "The commodity trends will mean trade prices may be soft as we go into the autumn. If demand is suppressed by the mild weather, this might mean quite significant deflation and scramble for volumes among the major players. All good news for the consumer, but less so for the brands. Mixed blessing for retailers."
Consultant Neville Stein suggested that wild bird care is an "emotional purchase" so price makes little difference to sales.